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KİŞİLİK ÖZELLİKLERİNİN FAYDACI VE HEDONİK TÜKETİM DAVRANIŞI ÜZERİNDEKİ ETKİSİ

Year 2021, Volume: 22 Issue: 2, 1 - 14, 30.06.2021

Şahin Ekber Zivər Gurbanova

https://doi.org/10.53443/anadoluibfd.884138
Cited By: 5

Abstract

Bu çalışmanın amacı kişiliğin (Büyük Beş kişilik özelliği) hedonik tüketim ve faydacı tüketim üzerindeki etkisini ortaya koymaktır. Araştırma evreni 18 yaşın üzerinde olan ve sosyal medya kullanan bireylerden oluşmaktadır. Kolayda örnekleme yöntemi ile 707 analize yararlı anket toplanmıştır. Veriler SPSS ve AMOS programları ile analiz edilmiştir. Verilerin analizinde faktör analizi, T-testi, One-Way Anova analizi ve Yapısal Eşitlik Modeli kullanılmıştır. Analiz sonucunda deneyime açıklık kişilik özelliğinin hedonik tüketim, özdisiplin kişilik özelliğinin ise faydacı tüketim üzerinde etkisi saptanmıştır. Diğer ilişkiler istatistiksel olarak anlamlı bulunmamıştır. Çalışmanın, ele alınan konuda Azerbaycan`da daha önce araştırma yapılmamasından dolayı, Azerbaycan`da faaliyette bulunan yerli ve yabancı şirketlere ve bu ülke ile ilgili araştırma yapmak isteyen akademisyenlere faydalı olacağı düşünülmektedir.

Keywords

Hedonik tüketim Faydacı tüketim Kişilik Beş faktör kişilik modeli

Supporting Institution

Yok

Project Number

Yok

References

  • Aidt, T., Rauh, C., (2018), The Big Five personality traits and partisanship in England, Electoral Studies, Vol. 54, pp. 1–21. https://doi.org/10.1016/j.electstud.2018.04.017
  • Ali, I. (2019), Personality traits, individual innovativeness and satisfaction with life, Journal of Innovation & Knowledge, Vol. 4, No. 1, pp. 38-46. https://doi.org/10.1016/j.jik.2017.11.002
  • Badgaiyan, A. J., Verma, A., Dixit, S. (2016). Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale, Vol. 28, ss. 186-199. http://dx.doi.org/10.1016/j.iimb.2016.08.009
  • Banerjee, S. (2016), "Influence of consumer personality, brand personality, and corporate personality on brand preference: an empirical investigation of interaction effect", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2. https://doi.org/10.1108/APJML-05-2015-0073
  • Bilgin, M. (2017). Ergenlerin Beş Faktцr Kişilik Цzelliği İle Bilişsel Esneklik İlişkisi. Elektronik Sosyal Bilimler Dergisi, Cilt:16, Sayı:62, ss. 945-954.
  • Costa, P.T., R. McCrae, (1995). Domains and facets: Hierarchical personality assessment using the Revised NEO Personality Inventory, Journal Of Personality Assessment, Vol. 64, No. 1, pp. 21-50.
  • Fernandes, T. and Moreira, M., 2019, "Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships", Journal of Product & Brand Management, Vol. 28 No. 2, pp. 274-286. https://doi.org/10.1108/JPBM-08-2017-1545
  • Guido G., (2006). Shopping motives, big five factors, and the hedonic/utilitarian shopping value: an integration and factorial study, Innovative Marketing, Vol. 2, No. 2, pp. 57-67
  • Holbrook, M.B., Corfman, K.P. (1985), “Quality and value in the consumption experience: Phedrus rides again”, in Jacoby, J. and Olson, J.C. (Eds), Perceived Quality: How Consumers View Stores and Merchandise, Heath, Lexington, MA, pp. 31-57.
  • Horzum, M. B., Ayas, T. ve Padır, M. A. (2017). Beş Faktör Kişilik Ölçeğinin Türk Kültürüne Uyarlanması, Sakarya University Journal of Education, Vol. 7, No. 2, pp. 398-408. 10.19126/suje.298430
  • Işık, M., Kaptangil, İ., (2018), Akıllı Telefon Bağımlılığının Sosyal Medya Kullanımı ve Beş Faktör Kişilik Özelliği İle İlişkisi: Üniversite Öğrencileri Üzerinden Bir Araştırma, İnsan ve Toplum Bilimleri Araştırmaları Dergisi, Cilt. 7, Sayı 2, ss. 695-717.
  • Karim, J.A., Kumar, M., Rahman, S.A., (2013). "Measuring shopping values of Malaysian retail consumers", Asia Pacific Journal of Marketing and Logistics, Vol. 25 Issue: 2, pp.200-224, https://doi.org/10.1108/13555851311314022
  • Krey Nina, Stephanie Hui-Wen Chuah, T. Ramayah, Philipp A. Rauschnabel, (2019) "How functional and emotional ads drive smartwatch adoption: The moderating role of consumer innovativeness and extraversion", Internet Research, https://doi.org/10.1108/IntR-12-2017-0534
  • Kuikka, A., Laukkanen, T., (2012). "Brand loyalty and the role of hedonic value", Journal of Product & Brand Management, Vol. 21 Issue: 7, pp. 529-537, https://doi.org/10.1108/10610421211276277
  • Lissitsa S., Kol O., (2019). Four generational cohorts and hedonic m‑shopping: association between personality traits and purchase intention, Electronic Commerce Research, https://doi.org/10.1007/s10660-019-09381-4
  • Mundel, J., Huddleston, P., Behe, B., Sage, L., Latona, C., (2018). "An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions", Journal of Product & Brand Management, Vol. 27, No. 2, pp.146-157, https://doi.org/10.1108/JPBM-07-2016-1282
  • Olsen, S.O., Skallerud, K., (2011). "Retail attributes' differential effects on utilitarian versus hedonic shopping value", Journal of Consumer Marketing, Vol. 28, No. 7, pp. 532-539, https://doi.org/10.1108/07363761111181527
  • Razzaq , Z., Razzaq, A., Yousaf, S, Hong, Z. (2018). The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity, Global Business Review Vol. 19, No. 5, pp. 1-16. https://doi.org/10.1177/0972150918777947.
  • Rintamäki, T., Kanto, A., Kuusela, H., Spence, M.T., (2006). "Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland", International Journal of Retail & Distribution Management, Vol. 34, No. 1, pp.6-24, https://doi.org/10.1108/09590550610642792
  • Solmaz, B. (2017). Hedonik ve Faydacı Tüketim Bağlamında İnternet Üzerinden Alışveriş Alışkanlıkları: Bir Uygulama Örneği. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Halkla İlişkiler Ana Bilim Dalı ( Doktora tezi).
  • Ulusoy, Y., Durmuş, E. (2011). Investigation of Interpersonal Dependency Tendency in Terms of Five-Factor Personality Traits, Inonu University Journal Of The Faculty Of Education, Vol. 12, No. 2, pp. 01-21.
  • Zhu, X., Teng, L., Foti, L., Yuan, Y., (2019), Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation, Journal of Business Research, Vol. 103, pp. 301–309. https://doi.org/10.1016/j.jbusres.2019.01.055

Year 2021, Volume: 22 Issue: 2, 1 - 14, 30.06.2021

Şahin Ekber Zivər Gurbanova

https://doi.org/10.53443/anadoluibfd.884138
Cited By: 5

Abstract

Project Number

Yok

References

  • Aidt, T., Rauh, C., (2018), The Big Five personality traits and partisanship in England, Electoral Studies, Vol. 54, pp. 1–21. https://doi.org/10.1016/j.electstud.2018.04.017
  • Ali, I. (2019), Personality traits, individual innovativeness and satisfaction with life, Journal of Innovation & Knowledge, Vol. 4, No. 1, pp. 38-46. https://doi.org/10.1016/j.jik.2017.11.002
  • Badgaiyan, A. J., Verma, A., Dixit, S. (2016). Impulsive buying tendency: Measuring important relationships with a new perspective and an indigenous scale, Vol. 28, ss. 186-199. http://dx.doi.org/10.1016/j.iimb.2016.08.009
  • Banerjee, S. (2016), "Influence of consumer personality, brand personality, and corporate personality on brand preference: an empirical investigation of interaction effect", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2. https://doi.org/10.1108/APJML-05-2015-0073
  • Bilgin, M. (2017). Ergenlerin Beş Faktцr Kişilik Цzelliği İle Bilişsel Esneklik İlişkisi. Elektronik Sosyal Bilimler Dergisi, Cilt:16, Sayı:62, ss. 945-954.
  • Costa, P.T., R. McCrae, (1995). Domains and facets: Hierarchical personality assessment using the Revised NEO Personality Inventory, Journal Of Personality Assessment, Vol. 64, No. 1, pp. 21-50.
  • Fernandes, T. and Moreira, M., 2019, "Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships", Journal of Product & Brand Management, Vol. 28 No. 2, pp. 274-286. https://doi.org/10.1108/JPBM-08-2017-1545
  • Guido G., (2006). Shopping motives, big five factors, and the hedonic/utilitarian shopping value: an integration and factorial study, Innovative Marketing, Vol. 2, No. 2, pp. 57-67
  • Holbrook, M.B., Corfman, K.P. (1985), “Quality and value in the consumption experience: Phedrus rides again”, in Jacoby, J. and Olson, J.C. (Eds), Perceived Quality: How Consumers View Stores and Merchandise, Heath, Lexington, MA, pp. 31-57.
  • Horzum, M. B., Ayas, T. ve Padır, M. A. (2017). Beş Faktör Kişilik Ölçeğinin Türk Kültürüne Uyarlanması, Sakarya University Journal of Education, Vol. 7, No. 2, pp. 398-408. 10.19126/suje.298430
  • Işık, M., Kaptangil, İ., (2018), Akıllı Telefon Bağımlılığının Sosyal Medya Kullanımı ve Beş Faktör Kişilik Özelliği İle İlişkisi: Üniversite Öğrencileri Üzerinden Bir Araştırma, İnsan ve Toplum Bilimleri Araştırmaları Dergisi, Cilt. 7, Sayı 2, ss. 695-717.
  • Karim, J.A., Kumar, M., Rahman, S.A., (2013). "Measuring shopping values of Malaysian retail consumers", Asia Pacific Journal of Marketing and Logistics, Vol. 25 Issue: 2, pp.200-224, https://doi.org/10.1108/13555851311314022
  • Krey Nina, Stephanie Hui-Wen Chuah, T. Ramayah, Philipp A. Rauschnabel, (2019) "How functional and emotional ads drive smartwatch adoption: The moderating role of consumer innovativeness and extraversion", Internet Research, https://doi.org/10.1108/IntR-12-2017-0534
  • Kuikka, A., Laukkanen, T., (2012). "Brand loyalty and the role of hedonic value", Journal of Product & Brand Management, Vol. 21 Issue: 7, pp. 529-537, https://doi.org/10.1108/10610421211276277
  • Lissitsa S., Kol O., (2019). Four generational cohorts and hedonic m‑shopping: association between personality traits and purchase intention, Electronic Commerce Research, https://doi.org/10.1007/s10660-019-09381-4
  • Mundel, J., Huddleston, P., Behe, B., Sage, L., Latona, C., (2018). "An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions", Journal of Product & Brand Management, Vol. 27, No. 2, pp.146-157, https://doi.org/10.1108/JPBM-07-2016-1282
  • Olsen, S.O., Skallerud, K., (2011). "Retail attributes' differential effects on utilitarian versus hedonic shopping value", Journal of Consumer Marketing, Vol. 28, No. 7, pp. 532-539, https://doi.org/10.1108/07363761111181527
  • Razzaq , Z., Razzaq, A., Yousaf, S, Hong, Z. (2018). The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity, Global Business Review Vol. 19, No. 5, pp. 1-16. https://doi.org/10.1177/0972150918777947.
  • Rintamäki, T., Kanto, A., Kuusela, H., Spence, M.T., (2006). "Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland", International Journal of Retail & Distribution Management, Vol. 34, No. 1, pp.6-24, https://doi.org/10.1108/09590550610642792
  • Solmaz, B. (2017). Hedonik ve Faydacı Tüketim Bağlamında İnternet Üzerinden Alışveriş Alışkanlıkları: Bir Uygulama Örneği. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Halkla İlişkiler Ana Bilim Dalı ( Doktora tezi).
  • Ulusoy, Y., Durmuş, E. (2011). Investigation of Interpersonal Dependency Tendency in Terms of Five-Factor Personality Traits, Inonu University Journal Of The Faculty Of Education, Vol. 12, No. 2, pp. 01-21.
  • Zhu, X., Teng, L., Foti, L., Yuan, Y., (2019), Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation, Journal of Business Research, Vol. 103, pp. 301–309. https://doi.org/10.1016/j.jbusres.2019.01.055
There are 22 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Araştırma Makalesi
Authors

Şahin Ekber 0000-0003-1591-211X

Zivər Gurbanova This is me

Project Number Yok
Publication Date June 30, 2021
Submission Date February 21, 2021
Published in Issue Year 2021 Volume: 22 Issue: 2

Cite

APA Ekber, Ş., & Gurbanova, Z. (2021). KİŞİLİK ÖZELLİKLERİNİN FAYDACI VE HEDONİK TÜKETİM DAVRANIŞI ÜZERİNDEKİ ETKİSİ. Anadolu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 22(2), 1-14. https://doi.org/10.53443/anadoluibfd.884138

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